Brand Architecture
Brand Communication
Voice & Language
Sonic Branding
Creative Direction
Visual Identity
Apparel Design
Illustration
Social Strategy
Copywriting
Content Creation
Animation & Motion
Consumer Insight Mining
Research & Analytics
Brand Strategy
Brand Positioning
The United States Space Force (USSF) is the 6th official branch of the military, established in 2019. Since its inception, the USSF has faced numerous misconceptions, often becoming the target of late-night hosts and even inspiring a Netflix comedy series named after the branch. Despite this criticism and the controversies of its early years, the Space Force is charged with a serious mission.
Our project was designed as a case study to address these cultural misconceptions and reposition the USSF brand through the lens of protection. We defined "protection" in its dual meaning: both the prevention of harm and the preservation of liberties and rights. This concept was divided into two perspectives: to protect from threats and to protect opportunities and capabilities.
The Space Force has struggled with traditional military associations of frontline warfare, a mindset focused on competition and dominance, as reflected in its capstone document. This conflicted with the Space Force’s stated goal of ensuring the peaceful use of space, free for anyone seeking to expand our understanding of the frontier. Addressing this disconnect was crucial in forming the "To–From" strategy framework.
To reposition the USSF, a new mindset focused on deterrence, collaboration, and peace was necessary. Reframing the language used by the Space Force was central to this strategy. We aimed to evolve the brand positioning from that of Military Aggressors to Preservationists of the domain. This mission was fueled by a set of guiding principles and a Manifest.
We crafted a new motto to align with the updated strategy, moving away from antiquated Latin phrases. Additionally, a new identity strategy was designed, transitioning from sharp, aggressive imagery to fluid symbols that represent the expansive nature of the Space Force’s new direction.
By implementing these changes, we sought to redefine the USSF's role and perception, emphasizing its mission to protect and preserve the space frontier for peaceful and collaborative exploration.
RESULTS
Interview with Deborah James Lee, Former Secretary of the Air Force
Work delivered to military branch, measures unknown due to security.
Kristen Branch
Emelil Walter
Ryan Nguyen
Courtney Duggan
Dr. Tom Guarriello
Mark Kingsley
Melinda Welch